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Nielsen Releases Unprecedented Insights On Esports Fan Attitudes And Behaviors Leveraging Twitch Data
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New research details audience behavior across biggest esports titles and tournaments
Nielsen (NYSE:NLSN) announced an in-depth, first of its kind research study of esports fan attitudes and behaviors in the U.S. to feature data from Twitch, the leading service and community for multiplayer entertainment. Nielsen combined survey-based attitudes and preference data with Twitch viewership and behavior data from more than 2,000 U.S. esports fans who viewed esports content related to major titles like League of Legends, Overwatch League, Fortnite, and more over the past year.
The result of this Nielsen and Twitch Esports Fan research study is a set of rich data that marketers, rights holders and esports organizations can use to unlock the value of Twitch’s audience at a detailed level. The data will guide those looking to make informed decisions for investments, sponsorship and advertising, as well as help esports organizations effectively demonstrate the unique value their audience brings to the industry.
Some of the high level insights from the Nielsen Esports study of the Twitch U.S. esports audience include:
- Twitch esports fans are well-seasoned with nearly 60% following esports for four or more years. In contrast, among the broader U.S. esports audience, only 1 in 5 have been following this long, with 23% new to esports within the past year.
- 50% of Twitch esports fans have a paid TV subscription service; less than 40% claim to view television on a weekly basis.
- 90% of Twitch esports fans can recall at least one non-gaming related sponsor within esports.
- Esports fans are more likely to spend time engaging with esports over traditional sports – Twitch fans significantly so, with 70% dedicating more time to esports than traditional.
- Over 60% of Twitch esports fans engage with gaming personalities on a daily basis, and nearly one in three viewed at least five hours of live Fortnite video content on Twitch in the past year.
“As we continue to support our esports clients, a common theme has been their need for an even more detailed view of the esports audience to support data-driven business decisions,” said Nicole Pike, Managing Director, Nielsen Esports. “At Nielsen, we know the power of viewership and how it can enrich an already valuable data set like our Fan Insights work. Given Twitch’s depth of content and reach across esports properties, we are thrilled to have the opportunity to work with them since this marks a natural evolution for our annual research.”
“Twitch caters to the many interests of gamers with esports among the more popular types of entertainment we offer,” said Andrea Garabedian, VP, Advertiser Marketing, Twitch. “By providing Nielsen with an opportunity to survey our community, they were able to surface data that reflects the passionate nature of our esports fans. Based on the amount of time these gamers spend on our service and their familiarity with the scene, from the games to the sponsors, it is clear that Twitch represents an ideal destination for brands trying to connect with this audience.”
Nielsen collected the Twitch Esports Fan data via an online survey deployed among a representative group of U.S.-based users from the Twitch Research Power Group (RPG). The Twitch RPG is Twitch’s proprietary panel comprised of over 50,000 Twitch viewers and allows the brand to instantly tap into the pulse of its community. Members of the Twitch RPG who opted into the survey ranged from ages 18-40. Along with the survey invitation, Twitch shared anonymized behavioral viewership data from survey respondents across top esports leagues/tournaments and 20 different game titles.
Nielsen will incorporate key findings into its annual Nielsen Esports Report for the U.S. market, as well as leverage the data for consulting services. The data from this landmark research are currently available in the form of syndicated or custom analysis in addition to Nielsen’s survey results among the broader esports fan base in the U.S. plus 10 other global markets. To discuss options and pricing, send inquiries to [email protected] with the subject line “Esports Data.”
ABOUT NIELSEN:
Nielsen Holdings plc (NYSE: NLSN) is a global measurement and data analytics company that provides the most complete and trusted view available of consumers and markets worldwide. Our approach marries proprietary Nielsen data with other data sources to help clients around the world understand what’s happening now, what’s happening next, and how to best act on this knowledge. For more than 90 years Nielsen has provided data and analytics based on scientific rigor and innovation, continually developing new ways to answer the most important questions facing the media, advertising, retail and fast-moving consumer goods industries. An S&P 500 company, Nielsen has operations in over 100 countries, covering more than 90% of the world’s population. For more information, visitwww.nielsen.com.
Source: Nielsen Holdings plc
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Fanatics Sportsbook and Athlete Livvy Dunne Change the Game With New Football Ad Campaign
New Ad Campaign Series, “Explained By Livvy Dunne,” Highlights Fanatics’ Latest Offerings in Unexpected, Cinematic Ways |
Fanatics Sportsbook, the fastest growing sportsbook in America, is rewriting the rules with a series of football ads featuring College National Champion athlete, Fanatics family member, and cultural powerhouse, Livvy Dunne. Just in time for the start of football, the new broadcast and digital series, “Explained by Livvy Dunne,” kicks off with three cinematic ads aimed to stand out in the category. From a full-sized clawfoot bathtub sitting on the 50-yard line of the iconic Rose Bowl Stadium to eating a turkey leg in the stands and moving across the field on the back of a football blocking sled, Livvy playfully breaks down why customers should switch to Fanatics Sportsbook because of their massive Gameday Guarantee FanCash promotion, market-leading Fair Play™ protection and their valuable FanCash rewards. Each spot will debut the new tagline, “Winning Hits Different Here,” highlighting Fanatics’ stand out generosity from the category. The “Explained by” series construct will continue this fall as part of a new Fanatics Casino campaign featuring an iconic male spokesperson. “Explained by Livvy Dunne” Series:
Photo by Derek Kettela WATCH: Explained by Livvy Dunne: Fair Play™ (youtube) Explained by Livvy Dunne: FanCash (Coming Soon) The :30 and :15 spots break the fourth wall with a wink, serving up Fanatics’ latest promos in delightfully surprising ways and will run across linear and digital channels in priority markets. Directed by Grammy-winning filmmaker Calmatic, known for Lil Nas X’s “Old Town Road” and Kendrick Lamar’s “Squabble Up,” the series taps into Fanatics’ cultural influence to reach both new and existing bettors – in a way only Fanatics can. “As a disruptor brand, Fanatics Sportsbook is rewriting the category playbook. By leveraging the power of Fanatics and working with a cultural force like Livvy, we’re telling our story in a way that expands our reach with existing betting audiences – and speaks to new ones, too,” said Fanatics Betting and Gaming Chief Marketing Officer, Selena Kalvaria. “With Livvy, we have a national champion showing up in unexpected ways to explain what makes Fanatics Sportsbook different, and more rewarding, for sports fans.” The ads highlight Fanatics Sportsbook’s industry-leading offerings, including:
“As a proud member of the Fanatics family, I’m excited to partner with Fanatics Sportsbook to welcome more people into the sports world in a fresh way,” said Livvy Dunne. “It’s easy to use, genuinely fun, and makes the whole experience feel more like being part of the game.” The campaign is live today, August 18, across all major TV networks, OLV, OOH, audio and podcasts, paid and organic social, and a variety of influencer partnerships that will get all sports fans ready for game day. It will run throughout the entire football season, starting with a major launch during College Football Week 1 and Pro Football Weeks 1-5, with major pulses around Thanksgiving, Christmas, and the Postseason, as well as the Road to the Big Game. As the brand continues to disrupt the sports betting industry, Fanatics Sportsbook is doubling down on what it does best: delivering a premium, fan-first experience that goes way beyond the bet and is powered by culture, storytelling, and the next generation of athlete-partners. The work represents the first campaign with new creative agency partner Anomaly. Must be 21+. GAMBLING PROBLEM? CALL 1-800-GAMBLER |
The post Fanatics Sportsbook and Athlete Livvy Dunne Change the Game With New Football Ad Campaign appeared first on European Gaming Industry News.
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Slovakia Publishes Groundbreaking Report on Illegal Online Gambling
The Institute for Gambling Regulation in Slovakia (IPRHH) has published the country’s first comprehensive report dedicated to illegal gambling. The study, titled The Black Book of Illegal Gambling, was officially presented at Bratislava’s Einpark and is now publicly available online.
The landmark publication explores the structure, mechanisms, and social impact of illegal gambling operations in Slovakia, with a particular focus on unlicensed online platforms. According to the report, these operators bypass national regulations, exploit vulnerable groups, and deprive the state of hundreds of millions of euros annually in lost tax revenue.
Key Findings From the Report
The study is based on a nationally representative survey conducted by IPRHH in cooperation with the Slovak Academy of Sciences. Among the most striking results:
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23.7% of players – nearly 296,000 Slovaks – admitted to gambling on unlicensed platforms.
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24.1% of players could not determine whether the sites they used were legal.
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Younger users and those with lower levels of education were the most likely to engage in illegal gambling.
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13.1% of users admitted to gambling illegally because they were listed in the national Register of Excluded Persons (RVO), which should block them from licensed gambling.
“These sites ignore every safeguard that licensed operators must follow,” explained Dávid Lenčéš, Executive Director of IPRHH. “There are no limits, no identity checks, and no protection against addiction. And if you lose money, you have no legal recourse.”
Why Players Choose Illegal Platforms
Survey respondents highlighted several reasons for using unlicensed gambling sites:
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Higher bonuses (32.5%)
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Better odds (29.5%)
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Easier registration (29.1%)
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Wider game selection (27.4%)
Shockingly, only 42.2% of players actively check for a Slovak license, while 43.2% cannot distinguish between legal and illegal gambling advertisements.
Policy Recommendations
The IPRHH warns that illegal gambling costs Slovakia hundreds of millions of euros each year, money that could otherwise support healthcare, education, and addiction prevention programs.
The institute recommends a multi-pronged strategy to combat illegal operators, including:
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More effective blocking of unlicensed websites
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Stronger cooperation with banks and payment providers to block transactions
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A national public awareness campaign
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Stable conditions for licensed operators who contribute to the economy
Lenčéš also cautioned against excessive taxation of legal operators:
“If governments dramatically increase taxes on licensed operators, they risk pushing players further into the illegal market. Regulation should protect the public, not unintentionally support criminal ecosystems.”
About IPRHH
The Institute for Gambling Regulation (IPRHH) was founded in 2024 to promote effective, transparent, and responsible gambling regulation in Slovakia. Led by Executive Director Dávid Lenčéš, former Chairman of the Slovak Gambling Regulatory Authority, the organization works to address modern challenges such as digitalization, illegal gambling, and player protection.
The full report, The Black Book of Illegal Gambling, is available for free download (in Slovak) here: Download Report. An English version is currently in preparation.
For international inquiries or interview requests, contact: [email protected]
The post Slovakia Publishes Groundbreaking Report on Illegal Online Gambling appeared first on European Gaming Industry News.
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Red Rake Gaming strengthens its expansion in Switzerland through partnership with 7Melons.ch
Red Rake Gaming, a leading provider of premium online casino content, announces its partnership with 7Melons.ch, the official online casino of the prestigious Grand Casino Bern, further strengthening its position in the regulated Swiss market.
7Melons.ch, launched in 2020 following the legalisation of online gaming in Switzerland, operates under an official Swiss concession (Konzession) and offers an authentic, safe, and fully licensed local experience. Backed by the strong reputation of Grand Casino Bern, the platform stands out for its commitment to player protection, secure transactions, and a mobile-optimised gaming environment.
As part of its growth strategy, 7Melons.ch is focusing on CRM automation, localised acquisition campaigns, and enhancing its VIP experience. The operator is investing in performance marketing, expanding its game portfolio, improving platform features, and building long-term brand equity, with the goal of becoming one of the leading names in Swiss online entertainment.
Nick Barr, Managing Director at Red Rake Gaming Malta, commented: “We are delighted to collaborate with 7Melons.ch and Grand Casino Bern to bring our top content to Swiss players. The platform combines the trust of a historic brand with a modern and secure digital experience, making it the ideal partner to expand our presence in this region. We are confident our games will deliver added value and exciting experiences for players in Switzerland.”
This collaboration reinforces Red Rake Gaming’s commitment to creating innovative content tailored to local regulations and designed for highly regulated markets. Players in Switzerland will have access to a wide and diverse game portfolio, featuring standout functionalities, interactive mini-games, and a safe, immersive gaming experience.
The post Red Rake Gaming strengthens its expansion in Switzerland through partnership with 7Melons.ch appeared first on European Gaming Industry News.
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